Nagging online video ads may soon be a thing of past as TRAI plans action

Telecom regulator Trai is all set to crack the whip on video advertisements that download automatically at the time of internet browsing, leading to a unwanted surge in data usage for consumersTNN | August 26, 2016, 09:43 IST

The nagging video advertisements that frequently appear while you browse the internet may soon be a thing of the past.

Telecom regulator Trai is all set to crack the whip on video advertisements that download automatically at the time of internet browsing, leading to a unwanted surge in data usage for consumers.

The issue, which has been noticed across platforms — mobile handsets or home broadband connections — is being taken seriously by the regulator and action may follow very soon, Trai chairman RS Sharma has said.

“I am concerned with this involuntary download which actually consumes data from the internet packs. This is bad,” Sharma told TOI. “This is a serious problem, and I am concerned about it.”

Data usage and its billing is a contentious issue, with a majority of consumers complaining of increased billing despite not using the internet for long period. Experts and industry analysts have often blamed “unnecessary and hidden downloads” behind the higher usage, mostly without the consent of the consumer.

“Trai officials are working on this, but I think we should work at a much more furious rate. We will be able to come up with some response quickly,” Sharma said. The issue of involuntary downloads was also highlighted in a survey conducted by an online mobile app nanu, which spoke to mobile customers in 23 states across the country.The nanu survey, conducted in June this year had shown an increasing possibility of consumers facing hidden data charges without their knowledge.

As per the survey, about 42% respondents were unaware of video ads consuming data without clicking on them, while 35% had noticed an increase in data billing without any enhanced usage.

Sharma said Trai intends to speak to various parties concerned as it moves to sort out the issue.

“We will also speak to the technology people and find out whether there are technological solutions to it. If technological solutions are there, then we will work with the companies and solution providers.”

Data consumption and tariffs being charged by telecom operators is increasingly turning out to be a serious issue for consumers. As data consumption grows faster than the revenues from voice, there have often been complaints by consumers over increased billing through internet despite the browsing pattern remaining almost the same.

Industry analysts said with the advent of faster internet services such as 4G, the issue is only going to get serious, if not tackled now.